New Delhi: Drug firm Dr Reddy’s Laboratories on Wednesday announced an image makeover with the launch of a new visual identity and brand.

The re-branding will be executed in two stages. In the first phase, the corporate brand has transitioned to the new identity. The second phase will see the new identity transitioning on to company’s product packaging, it said in a statement.

The existing logo and brand identity will remain in place and valid until changes that are pertinent to legal processes, documentation and other regulatory or statutory changes are complete, it added.

The new identity reiterates its focus on keeping patients at the heart of everything it does, Dr Reddy’s said.

“Our goal has always been singular: to ensure expensive medicines are within the reach of patients… Today, we wish to rededicate ourselves to that purpose because we believe that for every human being, good health is always the first priority.”

As part of its new initiative, the company said it would work to bring expensive medicines within reach of patients, address unmet patient needs and manage their disease better, among others.

The company has also chosen a new corporate colour — Purple, which is associated with creativity and wisdom, the company said.